How to sell from the stage with Dustin Mathews

Episode 137:

No matter what kind of agency you own, where it’s located, or how large it is – there is a truth about your business. You are literally and figuratively on stage every single day. Whether you’re on the phone with a client, sitting across the table from a few people, or standing on the stage at a national conference, we are constantly presenting.

We can’t afford to be shy about presenting. I’m not suggesting you do a TED talk but I am suggesting that you can’t afford to shirk away from any stage, big or small. You’ve heard me talk about the value of speaking as a way of creating cornerstone content but today I want to focus on a different aspect of presenting – selling from the stage (whatever that stage may be).

This week’s podcast guest loves to talk to business owners about how to do that bigger and better, and bolder. Dustin Mathews is an author of many best-selling books, and he has shared the stage with athletes, business celebrities, and titans of business. His latest book, “The No BS Guide to Powerful Presentations: How to Sell Anything with Webinars and Online Media Speeches and Seminars” is going to be a book that you are going to not only read but underline and highlight and share with others. That I promise you.

Dustin is known for creating content that drives people to buy products en masse. His companies and private clients have been featured on Forbes, Entrepreneur, Wall Street Journal, USA Today, and Inc magazine. He’s literally marketed and filled over 3,000 events and has led 10 online product options. He and his work had generated over $43 million in sales. So he knows how to package and sell value.

As a part of prepping for the work that he’s doing today, he did some recent research and has identified a process for creating and selling products and services that he calls the Irresistible Offer Architecture that is so unique that he was able to get recognition by the US Patent and Trademark Office.

What you’ll learn about in this episode:

Why it takes practice to get comfortable with public speaking

Testing and getting feedback on material before presenting it to a large audience

Why it doesn’t matter how qualified you look if you’re able to speak to someone’s pain point

Giving a speech that gets people to take the next steps you want them to take

How to sell at conferences when you’re told “don’t sell from the stage”

Creating excitement about your offer by teasing coming next in your presentation

The five elements every presentation should have

Giving people value in your speeches before giving them the ask

Separating your agency from your competition by giving your processes a name

Why you need to showcase case studies in your presentations to show off your expertise

The nine elements of the irresistible offer architecture

Why you should give people a physical giveaway (book, flash drive, etc.) whenever you can

How to overcome your prospects’ objections

Reverse engineering your presentations based on what you want to offer at the end

For almost 30 years, Drew McLellan has been in the advertising industry. He started his career at Y&R, worked in boutique-sized agencies and then started his own (which he still owns and run) agency in 1995. Additionally, Drew owns and leads Agency Management Institute, which advises hundred of small to mid-sized agencies on how to grow their agency and its profitability through agency owner peer groups, consulting, coaching, workshops and more.